As potential Toyota RAV4 buyers are outdoor types who love hiking, cycling and running, the auto maker and its agency DraftFCB South Africa offered them a unique outdoor digital experience. On a mountain-biking track at Bryanston Cycle Park, they could ride on a real world, scaled-up version of the RAV4 website. Using infrared sensors and custom-built mechanics, the track behaved exactly like its online twin, with signposts to different sections and the ability to activate content. The riders effectively use their bikes as cursors to navigate the site www.rav4.co.za
and even book a test drive.